16.09.2006

Manitou sells direct

Manitou has ceded to market demands and appointed Maarten Deenen as product manager platforms for the Benelux region. In spite of his title, Deenens brief is to sell direct to rental companies in the region. Product support will be provided through the company’s extensive range of dealers, who will of course continue to look after sales to smaller rental companies and end users.
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Christophe Burel (L) ManiAccess product manager shows new man, Maarten Deenen, the ropes

Vertikal Comment

Manitou has fiercely resisted any form of direct selling, while this works with telescopic handlers where all producers sell through company stores and local dealers it is difficult to maintain this in certain markets where a large number of rental companies are larger than any dealer, with more service and support staff.

Holland and Belgium are oddly enough markets where it is possible to sell to access rental companies though distributors, although not through local dealer networks.

Manitou has been trying to deal with this issue for some time and found a first class half way house in the UK, where it has appointed Russon Access to handle sales, but holds parts and whole-goods inventory at its UK base and also provides after sales support. This allows Russon to keep overheads to a minimum adding only a slim margin and thus competing with the manufacturers selling direct

The solution for the Benelux looks as though it is a step closer to capitulation on this subject.
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